"The use of an AI software informs us of which content to give most money to on a daily basis. Some of the Facebook carousel ads we ran were as effective as Google display ads, for instance." James McIngvale, Digital Manager for Gallery Furniture
The retailer uses the A.I platform 'Robert' in conjunction with Facebook retargeting service AdRoll, as well as search engine marketing tools like Google AdWords and Microsoft Bing.
AI seems to have helped the brand to lower its ad costs.
For example, in July, the brand saw around $24 in revenue for every $1 spent on Facebook advertising, compared to nearly $5 in revenue per dollar spent on Facebook without using AI. In-store sales attributable to online marketing increased from around $1.2 million to $1.5 million in the same month, thanks to the A.I algorithm.